Crisis management in the food industry

Ensuring brand integrity and consumer safety

The food manufacturing and retail industries operate in a high-stakes environment where quality, food safety, and brand integrity are paramount. Notable crises like the horse meat scandal of 2013 highlight the potential impact of a food safety failure. A crisis can emerge at any moment - due to foodborne pathogens, supply chain disruptions, labeling errors, or even unprecedented events like COVID-19. The critical question is not if a crisis will occur but when. The ability to respond swiftly and effectively is the key to maintaining consumer trust and avoiding catastrophic reputational and financial losses.

To ensure resilience, food industry professionals must take proactive steps to prepare for crises that are in line with standards such as BRCGS and retail customer requirements. Below are six essential steps every food business should implement to safeguard consumer safety and ensure business continuity.

1. Identify Crisis Triggers and Define Response Criteria

A crisis in the food industry can stem from several sources, including:

• Foodborne pathogens (e.g. Salmonella, Listeria) – e.g. the Cadbury’s incident

• Foreign contaminants in products – e.g. the large pesto supplier recall

• Labeling errors leading to undeclared allergens – a very common cause of recalls

• Supply chain disruptions affecting ingredient quality – e.g. the impact of Fukushima

Each food company must establish clear definitions of what constitutes a crisis vs. a major or minor incident. This ensures swift escalation when necessary and prevents delays in decision-making. Establishing predefined criteria for when to recall products or withdraw food items—based on risk assessment and severity — is crucial for protecting consumer safety and ensuring compliance with regulatory bodies such as the Food Standards Agency (FSA), Food Standards Scotland (FSS), and the Food Safety Authority of Ireland (FSAI).

2. Build a Dedicated Crisis Management Team (CMT)

An effective crisis management plan starts with a well-structured Crisis Management Team (CMT). This team should include:

• A Crisis Leader (typically a senior executive)

• Technical and Quality Assurance Leads

• Supply Chain and Commercial representatives

• Communication Teams for internal and external messaging

• Log-keepers to maintain detailed records of decisions and actions

Each member of the CMT must be well-trained and understand their role during a crisis. Ensure ongoing training and induction for new employees to guarantee they understand their responsibilities during a food crisis.

3. Develop and Standardise a Crisis Response Plan

A structured and actionable crisis response plan should include:

• Defined decision-making criteria for recalls vs withdrawals

• A stakeholder communication plan (including regulatory authorities, customers, and consumers)

• A robust product traceability process that can be completed within 4 hours or less

• Checklists to ensure all aspects of the crisis are addressed and being actioned

• Agreements with emergency testing labs during a crisis, especially important for industry wide issues

• A clear chain of command for authorising and executing crisis responses incl. comm’s

This plan should be reviewed and updated regularly to align with changing regulations and emerging risks. Food manufacturers supplying own-label products should also ensure alignment with retail partners’ crisis management protocols for a coordinated response.

4. Conduct Regular Training and Simulations

A crisis plan is only as effective as the people executing it. Regular crisis management training and real-time simulations ensure that your team is prepared when a real crisis occurs. Key training areas include:

• Root cause analysis techniques to identify sources of contamination

• Crisis communication best practices to ensure clear, consistent messaging

• Crisis scenario rehearsals, including mock product recalls

Annual training sessions should be supplemented with unannounced drills to test team readiness and identify areas for improvement.

5. Proactively Monitor for Issues

Monitoring a range of sources for horizon scanning information (e.g., RASFF, FERA, Food Forensics, Campden BRI) helps identify potential risks. By leveraging this data, you can ensure you identify and address any gaps in your supply network. This is a dynamic process, requiring supply chain and technical teams to stay alert to emerging events and reacting quickly to emerging issues. It’s easier to be on the front foot vs play catch-up.

Using online supplier management software like Foods Connected or Quor Systems makes it easier to quickly assess the status of your suppliers when issues arise and manage supplier information requests effectively.

6. Communication

A crisis doesn’t only happen during office hours. With the rise of remote working, key crisis management personnel may not always be in the office. Having an office-based crisis management location with good connectivity is essential for managing the incident effectively but so is being able to reach colleagues who are working remotely.

Utilise platforms such as WhatsApp, MS Teams, or other platforms to communicate with stakeholders both during and after hours. When dealing with retailers, being proactive in crisis management and maintaining transparency can help protect or even enhance your brand reputation. To do this requires the crisis response team to be well connected and communicating effectively

Are You Prepared for a Crisis in the Food Industry?

The stakes in the food manufacturing and retail sectors are too high for complacency. A poorly handled crisis can result in massive product recalls, prosecution, and irreversible damage being caused to your company or retailer’s brand reputation. Being prepared can mean the difference between building or losing consumer trust.

If you're looking to strengthen your crisis response strategy or need expert guidance on implementing best practices, contact us at Ukwazi today. Our team of professionals can help you develop and refine your crisis management plan, ensure regulatory compliance, and enhance your team's readiness for any challenge.

Don't wait for a crisis to happen - let's prepare together.

Get in touch with Ukwazi and start building a resilient crisis management programme now.